Contemporary Brand Management

Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today's global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm's brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. "Head and shoulders better than my current text. I could build a full course around this text along with cases and outside readings and projects." -- Gary Gray "The narrative mini-case studies humanize the subject and make theory and process real." -- Robert Winward "The writing was very clear. I believe students would find it an easy book to read and understand." -- Athanasia Panos Schmitt